The National Exhibition and Convention Center (Shanghai), host venue for the China International Import Expo in Shanghai. [Photo provided to chinadaily.com.cn]

The fourth China International Import Expo that will be held in Shanghai in November will make its cultural section a key part at the Trade in Services exhibition area to focus on industrial upgrades and cross-border joint cooperation, according to a staff member of the exhibition area.

A number of cultural brands and institutes including the British Museum will demonstrate their latest development in the section, a member from the area said at a promotion conference held on Friday.

Aside from cultural products, the Trade in Services area will display innovative service solutions in multiple industries, including financial consulting, logistics, and tourism.

"The CIIE has grown into a major platform of international procurement, investment promotion, cultural exchanges, and global cooperation in the past three years," said Liu Fuxue, deputy director-general of the CIIE Bureau.

"The fourth expo will stress on the demand side, especially for the cultural industry which is a high value-added field with huge potential," he said.